beyond cro basics - by chris goward of widerfunnel - hosted by optimizely

© 2007-2017 WiderFunnel Marketing Inc.

Tweet this: @chrisgoward #Awesome

Beyond CRO BasicsPresented byChris Goward, Founder & CEO, WiderFunnel



Today’s Speaker

Chris GowardFounder & CEOWiderFunnel



Housekeeping

• We are recording

• Slides will be available after the webinar is complete

• There will be time to submit questions at the end of the presentation



Beyond CRO BasicsPresented byChris Goward, Founder & CEO, WiderFunnel


Tweet to: @chrisgoward #Awesome1981



Var A Var B Var C Var D


Tweet to: @chrisgoward #Awesome



23.4% more orders for IBM Softlayer servers



115% more qualified leads for Magento Enterprise



$1 million per month additional revenue for BuildDirect.com



What we hear over and over again...

• How can we get consistent optimization results?

• Will we hit an optimization ceiling?

• How should we respond to losing tests?

• Will our test results fade over time?

• How do we build the best growth program?



Proven

Quantitative

Logical

Solid

Intuitive

Qualitative

Inspired

FuzzyYang

Yin



• Use landing page templates

• Follow conversion “best practices”

• Choose tools before strategy

• No experiments (!)

• No personalization strategy

• Misunderstand statistical significance

• Pollute test results with improper

technical setup

• Little cognitive bias training

• Unaware of Design Of Experiments

(DOE)



Common mistake:

Implementing “gut feeling” ideas

without framework thinking

or experiment validation.



New brand & website launch, big marketing spend

Result: declining sales!

Solution:

Tie spend to direct sales

Focus on Return on Ad Spend (ROAS)

Outsource Conversion Optimization to WiderFunnel



9,000 pixels

or 9’8” tall



Landing page redesign?

Personalization?

Price anchoring?

Eyeflow?

Button colour?

Headlines?

Testimonials?

Segmentation?

Reduce form fields?

Reduce form fields?Reduce form steps? Add form momentum?

Long copy landing page?

Short copy landing page?

Create Scarcity?

Use Reciprocity?

Mention Social Proof?

Appeal to Authority?

Font selection?

Urgency wording?

Put your CTA above

the fold?Include your inbound

keywords in your

headline?

Make your headline action-oriented?

Include testimonials, reviews, awards?Use specific custom landing pages?

Reduce your outbound links on your pages?

Increase the size of your product images?

Include a photo of a smiling person?

Reduce your product options to max five?

Use high contrast text on white background pages?

Reduce the length of your privacy policy?

Move your SSL secure icons below the fold?

Embed lead gen forms on your landing pages?

Emphasize features over benefits?

Add ‘action captions’ below images?

Include filter and sorting on category pages?

Reduce your page columns to max two?

Use video product overviews?Use a grid view on category page templates?

Always use orange CTA buttons?

Always use the word ‘Free’ somewhere?Always use the word ‘Free’ somewhere?

Use video product overviews?





Put your CTA above the fold?

Always use the word ‘Free’ somewhere?






Put your CTA above the fold?Always use the word ‘Free’ somewhere?
















Embed lead gen forms on your landing pages


























Use video product overviews?Embed lead gen forms on your landing pages










Make your headline action-oriented?Put your CTA above the fold?


































































Use video product overviews?Embed lead gen forms on your landing pages?











Reduce your outbound links on your pages?Make your headline action-oriented?



Use video product overviews







Reduce your page columns to max two

Make your headline action

















































































Use video product overviews?Embed lead gen forms on your landing pages?











Reduce your outbound links on your pages?Make your headline action-oriented?

































Tips & tricks are dead ends.



They need a total website redesign,

right?



2-5 year gaps

between redesigns

The best

websites

Yours

Radical Website Redesigns (RSR)



Happiness with latest website redesign

Extremely Not so much

24%

76%



They needed:

A growth marketing program that produces

ongoing and proven sales lift.



Expert optimization

team

Proven optimization

process

Meaningful customer insights

The three success factors



What makes a great

optimization process?



The best optimization process

delivers inspiration and proof.



Infinity Optimization Process



Explore



Explore

The LIFT Model helps

you look at marketing

touchpoints through

customers’ perspective.



T

MLIFT Model



CLARITY: Based on scroll and

heuristic analysis, the first block

of content created a false

bottom.

CLARITY: White/black text on

dark purple hard to quickly

read.

VALUE PROPOSITION: Crisp,

clear value proposition

messaging.

DISTRACTION: Overwhelming

content creates cognitive load.



Variation A Variation BControl

?



Clear segmentation

module.

Redesign Variation A

Best-selling products move

higher on the page.



Redesign Variation B

Tabs provide more info and

data on engagement.

Segmenting options to

differentiate home and

business shoppers.



Variation A Variation BControl

15.8% Sales 41.4% Sales

?



Conversion optimization can create

dramatic and fast design improvements



Video VariationNew Control

153.6% Video views

10.6% Sales



Validate

Analyzing results often

leads to surprising

insights for future

experiments.



Validate

Hypothesis:

Reducing prominence of

videos will increase

sales.



29.4% Video views

Control Variation A

33% Sales



Get a free chapter at www.YouShouldTestThat.com



Advanced optimization gains powerful

insights from losing experiments



Explore



Feedback

Forms



Post-purchase

surveys



23% Sales 46% Sales



Advanced optimization gains deep

understanding of the voice of your

customer



How’s WeBoost doing now?



Before After



104% conversion rate lift (e.g. doubled)

215% revenue lift across entire website

71% increase in site traffic

400%+ increase in ad impressions

Business Results:



The Situation When We Started

• High Volume website with a one-person optimization team

• Mish-mash of ad server technology, Optimizely, and Adobe Analytics for A/B

testing

• “Hunt and peck” optimization planning

• 4 - 8 tests per month

• Little confidence in test results

• Unknown optimization opportunity



Clarity: Repeats previous step headline

Clarity: Low button prominence

Distraction: Too many colors

Distraction: Gradient background

Distraction:

Three column

layout adds

complexity

Distraction: Too

much content for

a simple action

Anxiety: Unable

to select multiple

providers at once



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

?



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

- 9.7%

+ 19.2% + 11.8%



Profitable ‘A-ha!’ Moment



Where do these ideas come from?

The process generates an unending stream of them.



Explore

We have nearly 200

cognitive biases (so far)

to test in varying

situations.



The “choice is yours” effect

A Meta-Analysis of the Effectiveness of the

“But You Are Free” Compliance-Gaining

Technique, 2012

– Christopher J Carpenter

Analysis of 42 studies involving 22,000

participants.

Insight: Telling the person they have the

freedom to choose nearly doubled sales

success rates.



T

MLIFT Model

(Note: For more info, google “WiderFunnel Lift”)



+7.34% Revenue Lift



The LIFT Model™

(Note: For more info, google “WiderFunnel Lift”)

AnxietyDistraction

RelevanceClarity

Urgency



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C

?



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C

+ 14.0%

No Change + 40.39%



Social Proof (Bandwagon

Effect)

We tend to put our trust in

something because we

believe many other people

have put their trust in it first.

There is safety in numbers.



The Bandwagon Effect works

For this audience and context!



Bandwagon Effect



You can’t use all the tactics all the

time.



0.0% Conversion Rate



Self-consistency Bias



Self-consistency Bias

We like to keep consistent with what

we think, say and do, and will change

to ensure this is so.

- Cialdini, Influence.

(2006)



Cognitive Dissonance

Cognitive Dissonance is mental stress

experienced when a person holds

contradictory beliefs, or acts in

contradiction to existing beliefs.

- Leon Festinger

(1957)



Conversion Rate: +1.97%

Average donation value: +3.07%

Revenue per visitor: +5.10%



14% of visitors

68% of donors

86% of visitors

32% of donors

Selected

“Regular Donor”

Selected

“Occasional Donor”

Selected

“First Time Donor”

Non-Responders



Now, we’re building on these insights to

deliver Personalized data-informed

experiences.



Here’s where DMV.org is now

• The right tech – with Adobe, Optimizely, Liftmap integrated

• The right process – using Infinity Optimization Process

• The right team – integrated DMV.org and WiderFunnel teams

• The right pace – now running 500+ tests per year

• The right results – revenue doubled four years in a row



Shane Hale, director of site optimization

and conversion at DMV.org

Senior-level buy-in was critical to success

Track the right revenue-driving goals

Trust the process with your expert partner

Don’t be afraid of the “left-field” variations

Analyze test results for personalization

insights

Shane’s Keys to Success



Become an optimization champion

Get the new 32-page

“Optimization Champion’s Handbook”

Send an email to: [email protected]

Subject: Champion Handbook Please!



1200+Attendees

20+Sessions

100+Giveaways

30+Speakers

Wynn Las Vegas, October 17-19

Registration

Early Bird

$750Expires on 09/01/2017

Early Early Bird

$550Expires on 07/14/2017

Regular

$850Expires on 10/16/2017



Questions?

Please submit your questions via the text box on your screen.



Thank you

beyond cro basics - by chris goward of widerfunnel - hosted by optimizely

Data & Analytics